線上拍賣關係行銷模型之建構：以結構方程驗證

The Proposed On-line Auction Model of Relationship Marketing: Using Structural Equation Modeling

關係行銷的目的在發展與維持長期顧客關係，早先的關係行銷實證研究焦點大多集中在實體通路組織與組織之間，對於線上拍賣購物虛擬店鋪與消費者的關係則逐漸受到重視。關係品質三要素：顧客滿意、信任與承諾，已被視為關係行銷的主要驅動因子，其對忠誠度的影響性則為本研究的核心議題。本研究以Berry and Parasuraman (1991) 的關係連結方式結合關係品質三要素的觀點，以線上拍賣購物虛擬通路市場為研究對象，採用自陳式問卷方式在台灣雅虎奇摩拍賣共取得357份有效問卷作為分析樣本，以結構方程模式(SEM)驗證研究之假設關係。研究發現：1.建構之關係行銷整合性模式適用於線上拍賣。2.本研究構面對於顧客忠誠度有很大的解釋力(R2=0.67)，且關係品質是影響顧客忠誠的中介變數。研究結果可以提供賣場經營者在顧客關係管理上訂定策略的依據，以及後續研究方向的建議。

Relationship marketing aims to develop and maintain enduring relationship with customers. However, most past studies in relationship marketing have focused on physical environment of business-to-business, paid attention to virtual environment of on-line auction shopping website gradually. This study intends to realize the effects of three recognized key components in relationship quality-customer satisfaction, trust and commitment on customer loyalty. This study uses the concept of Berry and Parasuraman (1991) relationship bonds combined with the three key components in relationship quality perspective. A total of 357 effective samples were collected in Taiwan Yahoo! kimo on-line auction shopping website and uses a questionnaire of information self-report. Structural Equation Modeling was applied to test the model and hypotheses. The findings are summarized as follows: (1) The proposed model of relationship marketing fits on-line auction shopping website. (2) The three key components of relationship quality hay e a great explanatory power on customer loyalty (over R^2 = 0.67) and relationship quality is the mediator that affects customer loyalty. It can provide seller a method in helping CRM and forming marketing strategy on customer loyalty. Also, the conceptual framework of this study may provide some insights to the further research in this field.